This textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability.
- Foundation of identity-based brand management- The concept of identity-based brand management
- Strategic brand management
- Operational brand management
- Identity-based brand controlling
- Identity-based trademark protection- International identity-based brand management
|Publisher:||Springer Fachmedien Wiesbaden|
|Edition description:||1st ed. 2017|
|Product dimensions:||6.61(w) x 9.45(h) x (d)|
About the Author
Prof. Dr. Christoph Burmann is the holder of the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.
Dr. Nicola Riley is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.
Dr. Tilo Halaszovich is post-doc at the Chair of International Management and Governance (IMG) at the University of Bremen/Germany.
Dr. Michael Schade is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.
Table of Contents
The foundation of identity-based brand management.- The concept of identity-based brand management.- Strategic brand management.- Operational brand management.- Identity-based brand controlling.- Identity-based trademark protection.- International identity-based brand management.